dissertation 4000.docx - Running head CONSUMER DECISION...

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Running head: CONSUMER DECISION MAKING STYLE 1 Dissertation Topic: Consumer decision-making Style of Singaporean millennials within the fashion industry Student Name Institutional Affiliate Course Table of Content Introduction………………………………………………………………………………….3 Literature review…………..…………………………………………………………………4 Consumer decision-making style………………………………………………………….…..6 Desirable decision-making style…………………………………………………………….7 Undesirable decision-making style……………………………………………………………9 Social consumer decision-making style………………...………………………….…….…..10 Hedonistic consumer decision-making style……..…………………………………………..12 Research methodology……………………………………………………………………….13 Data collection……………………………………………………………………………….15 Research design……………………….……………………………………………………...16 Limitations………………..………….………………………………………………………18 Ethical consideration…………………………………………………………………………19 Desertification questionnaire………………………………………...……………………….19 Results and analysis……….…………………………………………………………………23 Recommendation and conclusion…………………………………………………………….25 Conclusion…………………………..……………………………………………………….28 References……………………….…………..……………………………………………….30
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CONSUMER DECISION-MAKING STYLE: 2 Introduction (why you are doing this paper) According to previous studies, every generation is said to have its own characteristics that come about through differing technological activities, social perception, community norms, life experiences, and other factors. (Ordun, 2015) Consumer behaviors of each generation are said to have an extensive influence on shopping patterns as well as household and family consumption. (Ding, 2015) It is precisely because of this that studying the Consumer decision-making style (CDMS) of millennial is crucial, both for marketing practices and theory (Ding, 2015) In 2005, apparel surpassed jewellery and automobile sales to become the second most profitable e-commerce domain (Auchard, 2005). The purpose of this Paper is to examine the consumer decision-making style of Singaporean Millennial within the fashion industry. The paper focuses on these demographics of Singaporeans as this generation is said to have been
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